Have you got your Christmas decorations up yet? Have you planned your Secret Santa gifts? What about reviewing the success of the content you’ve published this year?
The end of the year is a perfect time to look back at what you have achieved with your content and plan what you’d like to achieve next year. But by look back, we mean properly measure and analyse. It’s only by measuring the results your content has achieved (or failed to achieve), openly and honestly, that you can truly know if it worked for you. And only by knowing what worked can you accurately plan your 2024 content strategy.
If you know, you know
It is only through measuring the effectiveness of your activities that you will gain valuable data to make future actions even more effective. By reviewing your content, you will:
Better understand your audience
Only by measuring will you be able to see the trends in what interests your audience. Do the numbers show that your audience loves a case study, but is uninterested in content about new product features? Or, do they avidly read all the content where you analyse recent industry news and show your expertise in the market?
Shape future strategy
Once you know which posts are your best-performing ones, you can replicate them in your future planning. Only with data can you make informed decisions and set a baseline for how well you expect new pieces to perform.
Understand the ROI
Is your content an expensive luxury that is producing the returns it should be? Or is it working so well that you need to increase output? Only data can tell you.
Lead the race
By ensuring your content is kick-ass you can stay ahead of the competition and be seen as a leader by your audience. But you can only ensure your content is kick-ass if you measure it.
If not, why not?
Unfortunately, while we all know that measuring content is what we should be doing, there are many reasons for not doing so.
Fear of failure
What if the numbers tell you something you don’t want to know? Hiding from the truth is no way to improve your marketing performance. If you’re afraid of bad news it is even more important that you measure, set a baseline and then look to improve next year.
A waste of time
I get it, we’re all busy. But are you busy doing the right things? You will never know if you don’t have data to inform your decisions.
… writing the next piece of content. It’s not the quantity of your content that is important, but the quality. It is only by knowing which content appeals to your audience, can you then maximise on delivering the consistent quality and quantity of those pieces.
Don't know how
If you don’t know how, don’t worry you are not alone. Get in touch with us to book a free Content Teardown where we'll help you to assess the quality of your content and give you tips to improve it.
While you’re snacking on a mince pie, you can start your year-end review by measuring your content. It doesn’t need to be an onerous task; you can create a starting point by just picking a few key metrics. Any data that provides you with more insight is valuable. If adding this to your already overflowing to-do list is a task too many, then lean on us – we’re experts and we’d love to help.
What you shouldn’t do, however, is ignore measurements. Ignorance is not bliss, it's a missed opportunity. Make a New Year’s resolution to yourself that 2024 will be the year that content is king. Only by finding out the insights can you ensure that you are maximising your investment and posting Kick-Ass Content that delivers kick-ass results.